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Click here to view our full forecast for US digital ad spending, by tariff scenario.

On today鈥檚 podcast, we discuss the 蘑菇AV report, 9 Pivotal Shifts in AI, Regulation, and Advertising That Will Change the Business Landscape. Our analysts will compete in the Great Behind The Numbers Take Off 鈥� Top Trends edition, borrowing from the television show, The Great British Bake Off. In the Take Off, we will talk in-depth about how retail media, social and AI will undercut traditional search and will governments protect children from digital ad giants. Listen to the conversation with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Evelyn Mitchell-Wolf, and Analyst Bill Fisher. Listen everywhere and watch on YouTube and Spotify.

We're starting with the UK government's recent TikTok ban on government devices. Yes, indeed. On the 16th of March, the UK government put into immediate effect a ban on the use of TikTok on any government device. Here's the Secretary of State Oliver Dowden via Sky News announcing to the House of Commons the reasoning for this ban. Oliver Dowden:.

The UK retail giant also moved quickly on the digitization of in-store retail media, reaching customers at their point of purchase, said our analyst Carina Perkins. Retail is challenging Big Tech for dominance in the top brand rankings in Canada鈥攚ith the added benefit of affiliated media networks.

Many consumers in Latin America now start on retailers鈥� digital properties to research products, find inspiration, and search for deals鈥攁 shift also seen in countries like the US, the UK, and France. Mainstream search engines鈥� dominance is no more.

In the UK, the Competition and Markets Authority will likely go into 2025 with new enforcement powers under the Digital Markets, Competition, and Consumers Act. Kids鈥� online safety is a top priority for legislators, conservative and progressive alike.

Interesting to hear about the loyalty data there, because I know that's something that's certainly big in the UK and maybe Europe. Carina, anything to add on that? Carina Perkins:. Yeah, so one of our big retail media players in the UK is Tesco. It launched Tesco Media Insight in November 2021.

The UK department store chain showcased Christmas home decor trends in July (with plans to roll out related products in September), then launched its picks for the top 10 toys for Christmas in mid-August. Our take: The holiday lever can only be pulled so many times before it comes loose.

US, UK, and EU authorities have several enforcement tools at their disposal, including:. Probes and investigations. Usually the first step in initiating other enforcement actions, inquiries alone can motivate businesses to bring internal policy in line with legal expectations.

Search spending will rise faster than total digital ad spending. In Western Europe, digital ad spending will increase 8.9% in 2023, per our forecast. Search spending will outpace that at 9.2%. Across Europe search will claim a higher share of digital ad spending in 2023 than in other regions. Meanwhile, spending on retail media networks is surging. 

Some 51% of decision-makers at US and UK retail and travel organizations say they plan to bring their commerce media tech stack in-house, and 49% plan on switching technology partners, according to a Forrester Consulting study conducted on behalf of PubMatic.

Canada leads all countries in this metric at 80.3%, but it鈥檚 not far ahead of Germany (78.3%), the US (74.2%), France (72.2%), and the UK (71.5%). The exceptions are countries with a strong local competitor, like Mercado Libre in Mexico and Brazil. Domestic retailers in smaller markets, like Canada, have been slow to develop ecommerce channels, resulting in Amazon's dominance.

In March 2023, the UK-based neobank started developing an FMN. Revolut is seeking to monetize its 30 million customers鈥� transaction data as it awaits its UK banking license. The advertising push is headed by Inam Mahmood, former director of strategic partnerships for ecommerce at TikTok UK. Ads will appear within the existing rewards section of its app, Revolut Shops.

Takeaway: Total media ad spending will grow 8.9% YoY in 2023, with digital ad spending topping all other formats. Align ad strategies with the consumer media consumption trends unpacked in the 鈥淕lobal Media Intelligence 2022: Canada鈥� report. Takeaway: The move to mobile media is slower in Canada compared with similar digitally inclined markets. Sources. Bank of Canada. CB Insights.

I want to just point out that it's also about 0.4% of all digital ad spending. So financial media networks aren't going to take over the world quite yet. It is nascent or is it David? I get lots of offers with my credit card statements. It feels like the same thing. No? David Morris:.

Two thirds of digital ad spend currently flows to the three big tech platforms, Google, Meta and Amazon. But their auction-based ad models favor their own bottom line and inflate costs at a time when every single marketing dollar counts. Awin's affiliate partnerships platform offers a real alternative to big tech and puts you back in control of your ad spend.

And it would be two-thirds, 66%, of digital ad dollars as well. So I think that trend of movement from mobile ad dollars to apps instead of browsers is the winner for today. But some great arguments, gents. Well played.

We have UK, Germany, France, and coming out with this new update, we'll have Travel by Canada as well. Marcus Johnson:. Nice brand new breakouts as well as an updated forecast. You can head to insiderintelligence.com to get access to that of course. That's what we've got time for the lead. We're going to skip the halftime report.

Still, it commands nearly a quarter share of overall digital ad spending in Canada, despite last year鈥檚 revenue decline, and other platforms continue to proliferate their ad products and user offerings. Behind the Numbers.

US and UK inflation both fell a point, but the UK fell from closer to 9% to closer to 8%. The US fell from 4% to 3%, that's May to June. Most of the major economies are lower than the UK. Germany, 6.4%. India, about 5%. France, 4.5%. Japan, just over 3%. Carina, in the UK.

And it also depends on where in the world you are, because there's this other study that just came out, The Clinician of the Future from Elsevier, and it shows that Chinese doctors are really all set to use AI, whereas doctors in the UK and the U.S. are far less ready to trust it.

Two-thirds of digital ad spend currently flows to the three big tech platforms, Google, Meta and Amazon. But their auction-based ad models favor their own bottom line and inflate costs at a time when every single marketing dollar counts. Awin's affiliate partnerships platform offers a real alternative to big tech and puts you back in control of your ad spend. Want to find out how?

We're also joined by one of our principal analysts who covers everything UK. He is the host of the Around the World Show. We have him on the Behind the Numbers network, and he also guest hosted for me recently, so thank you for that, Bill. Based on the south coast of England, ladies and gentlemen, it's Bill Fisher. Bill Fisher:. Hey, Marcus. Marcus Johnson:. Hello, there. Bill Fisher:.